What does this mean for mobile advertisers?Īs the new privacy controls will only allow information to be gathered on a need-to-know basis for mini-programs, it will certainly limit the efforts of mobile advertisers to collect and match consumer data from WeChat mini-program usage. Online platforms can no longer turn a blind eye to the data collection methods of their partners, and have to therefore put in place measures that protect the privacy of users,” she adds.
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“Internet service providers like Firefox have cracked down on the use of cookies, and Google is doing the same, albeit in a phased manner. Irene Yang, managing director of Nativex says with more consumers showing concerns about the amount of and type of personal data that apps have access to and how they are using them, the move by WeChat is warranted, and in line with similar initiatives rolled out by other tech giants. “With WeChat’s recent launch of personal financing functions to equally compete against Alipay, it is safe to assume that these new tighter controls will enable WeChat to meet the necessary higher security levels mandated by the government to offer such services and products.”Īccording to WeChat, since the beginning of 2020, it has intercepted 3,252 attempts to collect users’ personal information by 2,392 programs. “Because of this, it is already subjected to much tighter controls on user privacy and data safety – not only because of the nature of their app’s products and services – but also because of China’s governmental regulations,” Wei explains to The Drum. He explains Alibaba’s introduction of Alipay mini-programs will be a key focus of 2020, which is interesting as Alipay is primarily a mobile payment and personal financing app. “WeChat is likely following Facebook’s footsteps as back in September 2019, as a result of the Cambridge Analytica controversy, Facebook reviewed one million third-party apps and suspended tens of thousands that were collecting user data.”īK Wei, the director of digital innovation at Mindshare in China agrees, noting that Alibaba is keen to build an ecosystem around Alipay, their payment app, in a direct move to compete against Tencent’s ecosystem which is built around WeChat. “Giving competitors and third-party mini-programs access to data that could ultimately be used to abuse the system or used against WeChat was not ideal, and likely the primary reason they removed this type of access,” Ting Zheng, the social account lead at digital agency PMG explains to The Drum. This came after Dingtalk created a mini-program called “Health Code”, which help users indicate their health status during the outbreak but also accessed additional WeChat user information. On the heels of the Covid-19 outbreak within China, the government instituted an excessive amount of surveillance and public monitoring.
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This year, there was an update on these rules that now include the absence of published service regulations, failure to clarify the purpose of data collection, and the collection of user information not related to the service provided.
The Chinese government updated its security regulation in 2019, which is widely seen as a push for apps like WeChat to meet the standards in privacy and security laws, points out Richard Zhou, a senior account director for R/GA in Shanghai. It has banned these links from opening directly within the platform, and users have to copy and paste them in their browsers to open them instead.
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